The Consumption Behavior of Domestic Beauty Products Among Female College Students in a City: The “Perfect Diary” Brand as an Example

DOI

10.2991/aebmr.k.220404.025How to use a DOI?

Keywords

Perceived value; Brand loyalty; Mediating variables; Structural equation modeling; Likert scale

Abstract

Based on the theories of perceived value and brand loyalty, combined with user evaluations and interview data, the interviews with consumers of Perfect Diary were compiled, coded, and analyzed, and key variables such as quality value, social value, hedonic value, image value, and emotional value were extracted, and a structural equation with emotional value as the mediating variable and brand loyalty as the dependent variable was constructed. A structural equation model with emotional value as the mediating variable and brand loyalty as the dependent variable was constructed, and a five-point Likert scale was used to measure consumers’ perceived value experience in the process of consuming and using Perfect Diary products.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yang Yu
PY  - 2022
DA  - 2022/04/18
TI  - The Consumption Behavior of Domestic Beauty Products Among Female College Students in a City: The “Perfect Diary” Brand as an Example
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 131
EP  - 137
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.025
DO  - 10.2991/aebmr.k.220404.025
ID  - Yu2022
ER  -